Following 1975, the scattered elements of Franco’s Falange Española de las Juntas de Ofensiva Nacional Sindicalista struggled to find widespread support throughout Spain, despite initial efforts to regain influence during the nascent period of democracy. Over the next four decades, many political factions endeavored to align themselves with the legacy of the Falange, though most faded into obscurity. In 1976, a group of the Falange’s most extreme adherents reformed into the Falange Española de las JONS, a new political entity.
This reincarnation sought to reconnect with its roots, not under Franco’s shadow but by embracing the heritage of José Antonio Primo de Rivera, the original Falange’s founder. José Antonio’s memory had been zealously preserved by his sister, Pilar Primo de Rivera, who ensured his life story was taught in schools and republished his writings through the Sección Feminina. However, by 1997, the Falange Española de las JONS faced internal turmoil, leading to a significant faction departing to form a new group, La Falange.
In 2018, the rise of Vox, alongside a global resurgence of the far-right, inspired a coalition among various Falangist and extreme right factions in Spain. This alliance, embracing the identity politics and aesthetics of similar European movements, formed ‘Identidad Española,’ a conglomerate of right-wing parties including the Falange Española de las JONS, La Falange, Democracia Nacional, and Alternativa Española, collectively known as ADÑ. This group, which translates to ‘Spain First,’ mirrors the populist rhetoric of Donald Trump, focusing on nationalistic themes rather than overt anti-immigrant sentiment, advocating for stringent border controls.
ADÑ, despite its limited social media reach, employs a minimalist style and a message of commonality, ‘We are how we are. We are like you. We think like you!’ through its media presence. The group also uses Spanish cultural symbols to foster a sense of national identity among its followers.
One of ADÑ’s key messages from 2018 emphasized the importance of Christian tradition as the foundation of European values and culture, positioning itself against ideologies perceived to threaten this heritage. The party has organized gatherings across various cities, with speakers engaging audiences on shared cultural and nationalistic values, occasionally addressing criticisms by framing themselves as marginalized by leftist ideologies.
Both ADÑ and Vox have adeptly utilized modern media and Eurosceptic sentiment to spread their right-wing ideologies amidst growing concerns over demographic changes, employing strategies seen in other European nations. Notably, ADÑ’s connections extend beyond national borders, with involvement in the trans-European ‘Alliance for Peace and Freedom,’ indicating a strategic use of the very European systems they criticize to gain financial and political foothold.